KEO KARPIN HAIR OIL

By Group

Background

• Introduced in 1985 by Dey’s Medical in Calcutta

• Market was dominated by coconut based oils that promoted nourishment for, long thick hair

• However the trend was changing towards styling of hair

Initial positioning

• Positioned as light, non sticky hair oil that aided styling

• Advertising strategy was aimed at getting higher visbility through television ads

• Aimed at creating in a niche in the market for light hair oil

Re- defined brand values

• Emotional connect with the customers – ‘Keo Karpin is a part of me’

• Aspirational advertising – shop, home and beauty parlour chosen as contact points

• “Mera hardin Keo Karpin” campaign• Mother care – “Keo Karpin ek mamta bhari

dekhbhal”• ‘Yearning for romance’ theme – targeted at

hosewives to get their husband’s attention

Brand extensions

• Keo Karpin hair vitalizer-Positioned as a medical prescription for hair fall and dandruff

• Keo Karpin body oil- Positioned as anon sticky nourishment oil